11%
SEM conversion rate improvement from 4%
65
Inquiries within the first month of launch
$2
PMax Avg. CPCs compared to $14 for search Avg. CPCs
Challenges
This is a client with local presence in a very competitive area. While they ran a search campaign, there were many direct competitors which eroded impression share and brand visibility. A limited budget across a large number of keywords meant that some focuses delivered minimal lead volume despite being important to the business.
Solutions
- Refocus SEM exclusively into emergency-based keywords, while allocating general dentistry to Performance Max given its strength in reach.
- Additional placements across across YouTube, Discovery, Gmail and other Google properties.
- Captured more intent based audiences rather than relying on keyword search alone
Results
Performance Max has opened up considerable opportunity by finding lower cost, higher intent traffic. While average CPCs have increased as a result of higher quality traffic, conversion rates have substantially improved alongside this.
